Scenario
As part of an effort to reinvigorate marketing efforts for a companion animal health product, our client wanted to establish a tracking study with benchmarking research related to awareness, attitudes and usage in the category.
Challenge
- Establish benchmark Key Performance Indicators (KPIs) regarding attitudes and usage for tracking over time.
- Determine the drivers of usage among those currently prescribing the product at high rates for the purpose of expanding this core group in the future.
Action
TRC established marketing funnel scores for the client’s product versus competitors, identified brand attributes and competitive differentiators that drive veterinarian usage, defined the key drivers of product satisfaction and brand loyalty and assessed client’s performance against competitors on all KPIs. We also segmented between high, medium, and low/non-prescribing veterinarians to understand the beliefs, motivations and attitudes that drive engagement and retention among high users.
Insights
We recommended the value propositions that would most strongly drive engagement, differentiation and usage of the product. We recommended a communication strategy to overcome current barriers to usage of the client’s product. We outlined the mindset and targetable characteristics of those already highly loyal to the product and recommended strategies for increasing loyalty among others.
Outcome
The client was able to move forward to the next step of developing relevant communications, testing them for refinement and successfully launching a new marketing campaign.
